Master Marketing Blog
Lesson #18: Bidding on Brand Keywords
Campaign Structure
To bid or not to bid? That is the question. Bidding on an advertiser’s own brand keywords is a very contentious topic within the SEM community. However, from every test I’ve seen, bidding on brand … Read More
Background: The Four Different Types of Keywords
Background, Terminology
Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the … Read More
Lesson #17: Send Customers To The Most Relevant Landing Page
Campaign Structure
An advertiser has a beautiful expensive landing page or homepage that shows off the large array of products available on their site. But that doesn’t mean it’s the right page to send paid traffic to. … Read More
Lesson #16: TEST, TEST, TEST!
Campaign Structure
The good digital marketers all know one big secret – they test, test, and test some more. Testing is digital marketing’s largest advantage when it comes to the advertising space. Because the field is quantitatively driven … Read More
Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation)
Campaign Structure
Earlier we discussed how important it is for an advertiser to run more than one ad at a time. But if an advertiser is running 3-5 ads per campaign at a time, how can they … Read More
Background: A Note on Conquesting Keywords
Background, Campaign Structure, Networks
Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom: 1. Do NOT expect strong … Read More
Google Product Search To Become Google Shopping
Default
In the eCommerce space? A big search development almost went under the radar on Thursday when Google announced that it would discontinue Google Product Search (formerly Froogle) and turn it into Google Shopping. The new … Read More
Essential Digital Marketing Formulas
Background, Terminology
In a previous blog post, we discussed some digital marketing terms & definitions. With that background knowledge, you’re ready to dive into some of the essential formulas for digital marketers. Don’t worry – we’ll keep … Read More